日本における海外ブランドマーケティングの特性（その強みと弱みとは／どこに「ブーム」の落とし穴があるか）＜商品概要＞z バッグ・カバン主要ブランド間の購入・使用意向を徹底比較
ＤＩＭＳＤＲＩＶＥ約 8,000 人による回答の中から、海外ブランドブームにわく、日本マーケットの特性を分析する
z 特化層分析によるピンポイントなマーケット特性の把握「海外ブランド」に関して、以下の４つの視点から特化層を抽出
・海外ブランド選択重視点（こだわり）の多さ
・現保有数、購入金額
・海外ブランドへのあこがれ度（マインド）の高さ
・海外ブランドの店の入店回数の多さ
この４つの視点から海外ブランドリーディング＆オピニオン層を抽出し、この超影響集団のプロファイリングを試みた。
注意：上記以外にも別に３つの特化層を抽出し、簡易的に分析した。
上記海外ブランド特化層分析から、バブリーな様相を見せ始めている日本マーケットの弱点を導き出し今後の日本マーケットへの警鐘を鳴らすことを目的とした。

＜商品詳細＞
１．

対象者：

計

20 代以下

30 代

40 代

50 代

60 代

男性

3,383509

1,216

1,077382

179

女性

4,713

1,103

2,077

1,155

320

58（合計 8,096 人）

２．

手法 ：

ＤＩＭＳＤＲＩＶＥインターネット調査

３．

調査項目：

４．

集計・分析視点 ：調査票をご参照下さい
集計：回収サンプルのまま集計し、ウエイトバック集計は実行しない
分析：特化層（後述）分析を中心とした：集計ブレイクダウンは、デモグラフィック、サイコグラフィック、行動変数より
約 15 本を採用：
５．

大量オープンアンサーを特化層に絞って分析した

実査 ：平成 16 年 1 月 26 日〜2 月 6 日

＜資料目次＞ﾍﾟｰｼﾞ
調査設計 ····················································································································································· 1「特化層」の定義······································································································································ 2
特化層の事例 ·········································································································································· 3
今回調査の「海外ブランド」ポジション＆ヘビー特化層の定義············································· 4「海外ブランド」特化層のプロファイリング ····················································································· 5「海外ブランド」ネガティブ＆ラウドスピーカー特化層 ······························································· 6
特化層の一般消費性向······················································································································· 7
特化層分析＜要約編＞······················································································································· 8「海外ブランド」への憧れ度················································································································· 9
特化層に見るブランド意識·················································································································· 10「海外ブランド」の店舗へ行く頻度 ···································································································· 11
お気に入りのブランド ···························································································································· 12
もっている／買ったブランド品の数 ·································································································· 13
バッグ・ブランドの「海外ブランド」認知・購入状況（主要ブランド）······································· 14「海外ブランド」のバッグ・カバンを選ぶ時の重視点·································································· 15
バッグ・カバンの「海外ブランド」感性イメージ（主要ブランド） ··············································· 16
バッグ・カバンの「海外ブランド」実務イメージ（主要ブランド） ··············································· 17
海外ブランドポジショニング分析······································································································· 18
広告（再生認知）評価···························································································································· 19
バッグ・カバン海外ブランドのリスクマネジメント········································································· 20「海外ブランド」に望むこと ··················································································································· 21「ルイヴィトン 対 エルメス」比較評価（好きな理由から）························································ 22
バッグ・カバンで嫌いな「海外ブランド」 ·························································································· 23「○○」を嫌い／避けたい理由（ＯＡより） ······················································································ 24
お気に入りの「バッグ・カバンブランドの変化··············································································· 25「あるブランド」が嫌いになる時／理由とは··················································································· 26
バッグ・カバンの「海外ブランド」へのクレーム············································································· 27
クレーム対応満足度······························································································································ 28
バッグ・カバンブランドの修理············································································································· 29
修理対応満足度······································································································································ 30「ＣＥ × ＣＳ」ギャップ分析················································································································· 31「海外ブランド」のブランディングフレーム······················································································ 32
ロングセラーブランド／サティスナブルブランド戦略のフレームワーク ····························· 33